进入21世纪,报纸媒体正遭遇互联网等新媒体的挑战,生存状况不容乐观,主要面临发行数量下降、读者年龄结构逐渐趋于老化、报纸的广告分额被分流、公信力下降等一系列难题。纸媒要在竞争中立足,就必须切实提高自身的版面设计和编排水准、加强深度报道、提高公信力、积极争取年轻读者、通过提升报纸品位来培养高层次读者群。同时,还应该有效的和新媒体整合,走双赢的发展道路。 Entering the 21st century, newspapers and media are facing challenges from new media such as the Internet. Their living conditions are not optimistic. They are mainly faced with a series of problems such as a decline in the number of newspapers, an aging age structure of readers, a diversion of newspapers’ advertising share and a decline in their credibility. If media companies are to gain a foothold in the competition, they must effectively improve their own layout and layout, strengthen their in-depth reporting and credibility, strive for young readers, and raise the high-level readership by raising the newspaper grade. At the same time, we should also effectively integrate with the new media and take a win-win development path.